MARKETING STRATEGIES

Create A Content Marketing Plan For 2020 In 10 Minutes [My Napkin Strategy]

November 7th

Kimberly Ann Jimenez,
Digital Strategist & Founder

It’s that time of the year again when we have to start thinking about our content marketing plan for the upcoming new year.

This year, we got you covered with a complete content marketing plan what we like to call, “The Napkin Content Strategy.”

It’s only one page long. It’s a simple but super-effective way of planning your entire content marketing strategy.

In this post, I’m going to let you in on every single step of the process.

We released this training earlier this year inside of The Business Lounge membership!

I can’t wait for you to access it because, in this episode, we also include a free downloadable template that you can print out, fill up, and have ready to go as you plan out your strategy for the coming year.

It’ll take you less than 10 minutes to fill up, I swear! Let’s get into it.

CREATE A CONTENT MARKETING PLAN FOR 2020 IN 10 MINUTES [MY NAPKIN STRATEGY]

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Content isn’t king. It’s the kingdom.

– Lee Odin

If there’s something that we’re doubling down on in our business this year, it’s content creation once again because it just works. Plus, it’s free, which is a no-brainer.

Sharpening our focus on our content helps to differentiate our brand. Content is necessary to grow and attract a high-quality audience. 

Now, the beautiful thing is that you don’t need dozens of pages to map out a legit content strategy. Those days are gone, girlfriend!

Simplify, simplify, simplify! That’s what this Napkin Content Strategy is all about and why it’s so powerful. 

So here are the key questions that I want you to start asking yourself as you’re going through this process.

#1 WHAT MACRO CONTENT WILL I CREATE?

Macro content is the pillar of your content marketing strategy.  

It’s the star of your content show and where you’ll showcase your know-how and offer massive value to your audience. 

And because macro content is so fundamental, you should be creating in long-form. Whether it’s a video, a blog post, a podcast episode, a speaking engagement, or a newsletter format — what’s important here is to produce it consistently. 

Once you select the format, you want to figure out on what channel you’ll be delivering that content.

#2 HOW WILL I REPURPOSE MACRO CONTENT INTO MICRO CONTENT?

Since your macro content pieces (long-form) are the foundation of your strategy, micro-content comes into play as the snippets that you’ll splinter off and share on social media.

The year, we’ve repurposed our long-form content into quotes, tips, short videos, testimonials, and case studies, but you can outline which micro-content pieces you’ll be creating and in what format.

Once you do that, then define your social media schedule and make it uber-simple.

LET’S TALK ABOUT WHERE TO DISTRIBUTE YOUR MICRO CONTENT

Are you going to be leveraging Instagram and Facebook? 

Or using Facebook Groups or Linkedin?

These are all questions to answer as you define your Napkin Strategy.

Remember, like any other area in your business, your content strategy should change and evolve based on your user’s feedback.

When you publish your macro content, it might be a good idea to wait one or two days before you create micro-content around it, to see how people respond. 

What are some of their comments? What is their general reaction? 

Always, always, always be listening to your audience. 

Do more of what they resonate with and less of what they don’t. Sounds simple, but it goes A LONG WAY.

Your next steps depend on where you’re at in The Success Path. If you’re in the Hustle stage and maybe you don’t have a large following yet, so you can’t necessarily get a lot of feedback right away.

But if you’re in the Breakthrough or Profit or Scale stage, this is a great thing to implement since you can get a hefty amount of feedback right away.

So listen to your audience and then create micro-content around what speaks to them.

[bctt tweet “Always, always, always be listening to your audience.”]

USING THE NAPKIN CONTENT STRATEGY WORKSHEET

Okay, no that we have a general strategy outline, let’s make it tangible. 

Make sure you download your Napkin Content Strategy Template, grab a pen, and let’s do this thing. 

The first thing that we need to focus on is our macro and micro-content channels. Keep it as simple as possible.

Focus all your energy and effort into one or two channels that you know are going to help you get a lot of exposure and traffic. 

Let’s say video is your format, and YouTube is your macro channel. You can re-purpose that into snippets for your Instagram account, for example.

That’s it. That’s all you’re going to focus on.

Remember, you don’t need to be everywhere on social media all at once.

There’s no need to be on Instagram, Twitter, Facebook, Snapchat, and LinkedIn at the same time, especially if you’re starting or going at your business solo. 

Choose one or two channels to master. Then when you’re profitable enough to hire a team to help you grow, you can then expand and crush it on other channels.

#3 HOW WILL I LISTEN TO MY AUDIENCE?

Maybe your strategy is waiting two days after publishing your video or whatever your macro content is, to see how people respond to it. Then create micro-content around a specific take away like a snippet or a photo quote that’ll you’ll be publishing to your micro-content channel.

Prominent industry leaders like Gary Vee do this all the time, and it works for a reason.

But going the extra mile to test every single long-form content piece before you create micro-content isn’t always realistic when you’re starting out.

#4 HOW WILL I MEASURE MY PROGRESS?

So what would this look like if you’re just getting started? 

Very simple. 

All you’re going to do is keep track of essential KPI’s or performance metrics like: 

  • Engagement
  • Traffic
  • New subscribers
  • Email open rates

These are just some ideas, but I want you to come up with your metrics.

#5 HOW WILL YOU LEVERAGE CORE CHANNELS TO GET TO THE NEXT LEVEL?

How are you going to leverage your macro channel? What is one or two things that you can do to grow further?

Maybe you’re going to focus on doing three to four collabs with other creators, doing more interviews on other people’s podcasts, and doing more solo shows to showcase my authority. 

These are just examples of what you can use as part of this process, where you’re going to focus on one to three ways to leverage your core channels.

You can also mix and match the strategy; however, you see it fit your brand and business.

Just get creative and put it down on paper even if your ideas aren’t totally final or refined just yet. 

Remember, you got this!

Putting together a simple but powerful Napkin Content Strategy can make a massive difference for your overall direction, focus, and clarity as you grow an audience in the new year. 

I’m rooting for you all the way.

RELATED: Grow An Audience Fast in 2020

OVER TO YOU

Hopefully, you find this process very stimulating for your creative juices to flow.

This process, honestly, helps me stay super focused, and it simplifies the process of figuring out my content strategy.

Let me know what you think! I’d love to hear from you. You can go over to our Mastermind Facebook Group and let me know, did you complete your Napkin Content Strategy worksheet? What are your takeaways? What are some of the questions that you might have?

I love to help guide you through this process. Thank you so much for watching, and I will catch you in the next one.

 

X,

Kim

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